Contents -- Acknowledgments -- What Was Naive Is Now Necessary -- PART ONE PRACTICAL INTEGRITY -- Convincing the Unconvinced -- Practical Integrity Works -- PART TWO TRUE STRATEGIES -- Be the One They Can Count On -- My Product, My Self -- Win the Credibility Race (and It Is a Race) -- Promote Honestly, Not Just Legally -- Be There When They Want You There -- Putting Trust Back into Value -- PART THREE MAKING IT HAPPEN -- Integrity Team Building -- Benchmark Against a New ROMI -- Preparing for a Better Way to Market -- A Final Thought -- APPENDIXES -- An Example Integritometer (Software Company) -- A Few More Marketing Malfeasance Stories -- Word of Mouth Marketing Code of Ethics -- Example Integrity Training Workshop Script -- The Marketing Ethics Quiz* -- Notes -- Bibliography -- Index -- About The Author.